Setting Up Your First Automation Sequence

Creating Effective Automation Sequences

Automation sequences are the backbone of efficient lead nurturing. This guide will walk you through creating your first sequence that converts leads into customers.

What is an Automation Sequence?

An automation sequence is a series of pre-planned communications (emails, SMS, etc.) that are automatically sent to leads based on specific triggers and timing. Effective sequences deliver the right content at the right time, moving prospects through your sales funnel.

Step 1: Define Your Sequence Goal

Every sequence should have a clear objective:

Welcome and onboard new leads
Nurture leads with educational content
Re-engage inactive leads
Convert leads to customers
Upsell or cross-sell existing customers

Step 2: Map Your Customer Journey

Before building your sequence, map out the ideal path for your leads:

Identify key touchpoints and decision moments
Determine what information is needed at each stage
Plan content that addresses common objections
Set ideal timeframes between communications

Step 3: Set Up Trigger Events

Determine what actions will initiate your sequence:

Form submission (lead magnet download, contact request)
Website behavior (visited pricing page, viewed product demo)
Email engagement (opened email, clicked specific link)
Purchase activity (completed or abandoned purchase)
Time-based triggers (days since last engagement)

Step 4: Create Your Content

Develop the content for each step in your sequence:

Write compelling subject lines that drive opens
Craft message content that delivers value
Include clear, action-oriented CTAs
Personalize content using lead data
Ensure mobile-friendly formatting

Step 5: Set Timing and Conditions

Determine when each message will be sent:

Immediate responses for high-intent actions
Appropriate delays between messages (typically 2-5 days)
Optimal send times based on audience behavior
Conditional logic (if/then rules) for personalized paths

Step 6: Implement Exit Conditions

Define when leads should exit the sequence:

Completed desired action (made purchase, scheduled demo)
Reached end of sequence
Unsubscribed or marked as spam
Qualified for a different sequence

Step 7: Test and Launch

Before activating your sequence:

Send test messages to yourself and colleagues
Check all links and tracking parameters
Verify personalization tags are working correctly
Confirm conditional logic functions as expected
Test on multiple devices and email clients

Step 8: Monitor and Optimize

Once your sequence is live, track these key metrics:

Open rates and click-through rates
Conversion rates at each step
Overall sequence completion rate
Time to conversion
Unsubscribe and complaint rates